Transatlantic University Divide - FINAL

8/2/2019 Transatlantic University Divide - FINAL

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Web:www.sociagility.com|Email:[email protected]|Twitter:@sociagility|+44(0)2071936793

The Transatlantic University DivideHow the UK lags the USA in social media effectiveness

March 2012


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2012Sociagi li tyLtd Web:www.sociagi li ty.com|Email:hello@sociagility .com|Twitter: @sociagili ty|+44(0)2071936793 Page2

The Transatlantic University Divide

Contents

Introduction 3

Summaryandkeyfindings 4

Studyobjectivesandmethodology 5

Findingtheaudiencedosocialmediamatter? 6

PRINTcorrelateswithworldrankingsuccess 7

TheSociagilityTransatlanticUniversityRankings 8

ComparingUKandUSuniversityperformance 10

TheSociagilityUKUniversityRankings 11

ThehuntforsocialROI 18

Conclusion:coulddobetteriftried? 19

Appendices 21


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2012Sociagi li tyLtd Web:www.sociagi li ty.com|Email:hello@sociagility .com|Twitter: @sociagili ty|+44(0)2071936793 Page 3


Introduction

TheUKhighereducationsectorisstillintheearlystagesofitsbiggesttransformationsincetheFurtherandHigherEducation

Actof1992abolishedthebinarydividebetweenpolytechnics

anduniversities.Changesinfunding,mostnotablytheswitchto

studentfee-paying,meanseventhemostvenerableinstitutions

arehavingtocompetemoreaggressivelyforsourcesofrevenue,

whilequotaslimitexpansioninstudentnumbers.

Thiscompetitionisespeciallyevidentintheracetoattractthe

verybestnationalAABstudents,whoremainexcludedfrom

theGovernmentquotasandforinternationalstudents,

especiallyfromtheemergingeconomies.Forsomeuniversities

thesestudentsprovideoneofthefewwaystogeneratethe

revenuenecessarytobalancethebooks.

Buthowshoulduniversitiesmarketthemselvestothese

potentialstudents?Websitesandprospectuses,emailsandopen

dayshavelongbecomethestapletechniques.Nowthereisanewareaoffocuswhichischangingthelandscapeforallbrand

communicationssocialmediasuchasTwitter,Facebookand

YouTube.Inresponse,mostuniversitiesarenowexperimenting

withtheseplatformsandothers.

Doesthisactuallymatterinthefightforreputation,recruitmentandrevenue?Ifso,canUKuniversitieslearnanylessonsfrom

theirUScounterparts,whohavelongexperienceofamature

studentfee-basedmodel,whohavebeenearlyadoptersofall

onlinemarketingtechniques,includingsocialmediaandwho

arefocalcompetitorsforinternationalstudents?

SociagilityuseditsPRINTsocialmediaperformance

measurementsystemtocompare50leadingUKandUS

universities,inordertocomparetherelativeeffectivenessof

institutionsinthetwomarketsandseewhat,ifany,lessons

couldbelearnedfromtheleaders.


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Summaryandkeyfindings

Inthebattleforthebeststudents,especiallyinternationalstudents,socialmediaandplatformsarecrucial.Researchfrom

theOfficeforNationalStatisticsshowsthatthe1624year-old

cohort,theso-calledGenerationZ,isthemostconnectedage

groupinhistoryandthatsocialnetworking(e.g.usingFacebook

orTwitter)istheirnumberonepre-occupationonline.Soitis

essentialthatuniversitiesprojecttheirbrandsonthese

platforms.

Thisfactseemstobewellrecognisedinprincipleonbothsides

oftheAtlanticbutinpracticetopUSuniversitiesseemtobe

muchbetteratactuallyengagingthantopUKones.

OurstudylookedattheperformanceofleadingUKandUS

universitiesinthe20112012TimesHigherEducationWorld

UniversityRankingsandcomparedthemwithscoresbasedon

ourproprietaryPRINTmeasurementsystem.Thismeasures

socialmediaperformanceacrossfivesocialattributesandonmultipleplatforms.

WefoundanalmostexactcorrelationbetweenPRINTscores

andtheWorldUniversityRankingsscores.Thisshouldbegood

newsforallthoseworkinginsideuniversitieswhoaretryingto

showtheircolleagueswhysocialmediamatters.

ButthereisbadnewsfortheUKstopuniversities.Comparing

thePRINTscoresofthetop25UKandtop25USuniversities,

wefoundthattheUSinstitutionsoutperformedtheirUKcounterpartsby77%.OnlytwoUKuniversitiesOxfordand

Sheffieldmadeitintothetopten,in7thand8thplace,

respectively.HarvardthehomeofFacebooktoppedthe

tableoverall.

Thescoresforthedifferentsocialattributeswhichmakeup

PRINTalsoshowedtheUSinstitutionswinningoutonallarea

exceptReceptiveness.HeretheUKscoresbestbutthisisthe

oneattributethatshowsnocorrelationtoWorldUniversity

Rankings.

ThePRINTsystemoffersanactionableframeworkwithin

whichtomeasuretheimpactofinvestmentinsocialmedia

strategiesandmakeinformeddecisions.


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Studyobjectivesandmethodology

Ourstudy,thefirstofitskindeverundertakenintheUK,hadthreeobjectives:

carryoutadirectcomparisonofthesocialmediaperformanceofthe50leadingUSandUKuniversities;

comparethegroupperformanceofUKuniversitiesagainsttheirUScounterparts;and

exploretheconnection,ifany,betweensocialmediaperformanceandrankingresults.

Theanalysiswascarriedoutontheprimarywebsitesandsocial

mediaprofilesofthetop25UKandtop25USuniversitiesas

judgedbythe20112012TimesHigherEducationWorldUniversity

RankingsinMarch2012,usingSociagilitysPRINT

methodology.

WhatisPRINT?

PRINTisanewmeasureofperformancewhichisemergingasa

potentialKPIformarketersandsocialmediastrategists.Itallows

abrandssocialmediaperformancetobedirectlycomparedto

focalcompetitorsandexpressedintheformofacomparative

score,thePRINTIndex.

ThePRINTIndexisasinglenumberwhichshowstheoverall

socialmediaprofileandperformanceforeachbrandinthis

analysis.

Itiscalculatedbasedonabrandsperformanceacrossmultiplechannels,includingTwitter,Facebook,YouTubeandtheweb.

Foreachchannel,fiveattributesareanalysed:Popularity;

Receptiveness;Interaction;NetworkreachandTrust.

InadditiontotheoverallPRINTIndexcomparativeperformance

scores,individualchannelandattributescoreswerealso

calculatedforeachuniversityusingthePRINTalgorithm,as

wellasaveragescoresforeachcountry.

PRINTkeyperformanceindicatorsareimportantfor

CMOs,financialandmarketingexecutives,socialstrategists,

communitymanagersandotherswhoneedmeaningful

multi-platformdataandinsight.


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Findingtheaudiencedosocialmediamatter?

Ifbeingcompetitiveinstudentrecruitmentmattersthenwhatmattersto1624year-oldsisalsoveryimportant.Online

engagementissecondnaturetothisgroupandsocial

networkingisthenumberoneactivity.

Clearlyallthetraditionalmethodsofmarketingtothisgroupare

stillimportantbutsocialmediacanprovideanopportunityto

createacompetitiveedge:

toallowprospectivestudentstoengageonamorepersonalandinformalbasis;

toseewhatthecampusexperienceisreallylike; tointerrogatecurrentandpaststudentsabout

teaching,accommodation,lifestyleandjobprospects.

Andforinternationalstudentswithlessopportunitytovisit,

theonlinerecruitmentexperienceiscrucialandsocialmedia

increasinglyimportant.

SocialnetworkingactivityintheUKbyagegroup(ONS,2011)


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PRINTcorrelateswithworldrankingsuccess

ThePRINTscoresshowremarkablyclosecorrelationwiththe20112012TimesHigherEducationWorldUniversityRanking

scores,bothoverallandthereputationindex,demonstrating

thatthesearenotchanceeffects.

TheoverallWorldUniversityRankingsscoresshowasignificantcorrelationwithPRINTIndexscoreswitha

99.9percentdegreeofconfidence.

Oftheattributescores,Popularity,NetworkreachandTrustcorrelationsarealsoallatthe

99.9percentlevelandInteractionata99per

centlevel.OnlyReceptivenessdoesnotfitthe

pattern,correlatingnegatively(althoughnot

significantlyenoughtowarrantfurther

investigation).

Ofthechannels,onlyTwittershowsnosignificantcorrelation.

CorrelationcoefficientsbetweenWorldUniversityRankings scoresandindividualPRINTscores


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TheSociagilityTransatlanticUniversityRankings

Takingtheleading25UKand25USuniversities,werankedthemallbasedontheirPRINTIndex,comparingthesocialmedia

performanceofeachinstitutiontothewholegroupaverage.US

universitiesdidmuchbetter.Withanaveragescoreof100,UK

universitiesasagroupscored72andUSuniversitiesscored127.

TheTop10

TheoverallpictureofUSsocialmediasuperiorityisevenmore

pronouncedamongstthetopten.

OnlytwoUKinstitutionsUniversityofOxfordandUniversityof

Sheffieldmadeitintothisgroup,otherwisedominatedbywell-

knownnamesfromtheUS.Anothermeasureofthedominance

oftheleadingUSgroupisthatthetopfiveallscoreddoubleor

morethanthejointgroupaverage,whiletheoverallleader,

Harvard,hadaPRINTIndexoffourtimestheaverage.

ItmustbeacknowledgedthatmanyoftheUSinstitutionsdominatingtherankingsareverylargeandverywellfunded

comparedtotheirUKcounterparts,andthatsheersizeand

volumeofactivitymayboostsomeindividualattributescores,

likePopularityandNetworkreach.Successbreedssuccess.

However,asUniversityofSheffielddemonstratesitispossibletoover-perform.Andwhilethismayhavenoimpactonranking

short-term,itmayhavedisproportionateimpactonrecruitment.

Rank University Country PRINTIndex

1 HarvardUniversity USA 401

2 UniversityofPennsylvania USA 247

3 MassachusettsInstituteofTechnology

USA 215

4 UniversityofMichigan USA 210

5 StanfordUniversity USA 198

6 UniversityofCalifornia,Berkeley

USA 173

7 UniversityofOxford UK 158

8 UniversityofSheffield UK 153

9 UniversityofWisconsin-Madison

USA 145

10 UniversityofTexasatAustin USA 143

Overallaverage 100

Thefulltop50appearsonthenextpage.


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TheTop50

Rank University PRINTIndex

1 HarvardUniversity 401

2 UniversityofPennsylvania 247

3 MassachusettsInstitute of Technology 215

4 UniversityofMichigan 210

5 StanfordUniversity 198

6 UniversityofCalifornia,Berkeley 173

7 UniversityofOxford 158

8 UniversityofSheffield 153

9 UniversityofWisconsin-Madison 145

10 UniversityofTexasatAustin 143

11 UniversityofCalifornia,LosAngeles 141

12 CarnegieMellonUniversity 125

YaleUniversity 125

UniversityofCambridge 125

15 DukeUniversity 112

16 UniversityofWashington 104

17 LancasterUniversity 98

18 UniversityofIllinoisatUrbanaChampaign 95

19 UniversityCollegeLondon 94

20 UniversityofNottingham 92

21 UniversityofEdinburgh 90

22 ColumbiaUniversity 81

JohnsHopkinsUniversity 81

24 CornellUniversity 80

25 UniversityofCalifornia,SanDiego 76

Rank University PRINTIndex

26 NorthwesternUniversity 75

27 PrincetonUniversity 74

28 DurhamUniversity 71

29 Birkbeck,UniversityofLondon 69

30 ImperialCollegeLondon 65

UniversityofEastAnglia 65

LondonSchoolofEconomics 65

33 UniversityofChicago 63

34 CaliforniaInstituteofTechnology 61

35 UniversityofSouthampton 60

36 UniversityofYork 59

37 QueenMary,UniversityofLondon 58

38 UniversityofManchester 57

UniversityofCalifornia,Davis 57

40 King'sCollegeLondon 56

UniversityofGlasgow 56

UniversityofSussex 56

43 UniversityofBirmingham 48

44 GeorgiaInstituteofTechnology 47

45 UniversityofStAndrews 46

NewcastleUniversity 46

47 UniversityofCalifornia, SantaBarbara 45

48 UniversityofBristol 37

49 UniversityofLeeds 33

50 RoyalHolloway,UniversityofLondon 32


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TheSociagilityUKUniversityRankings

ThetableoppositeshowsthePRINTIndexsocialmediascoresandrankingsforthetop25UKuniversities,selectedbasedon

their20112012TimesHigherEducationWorldUniversityRankings

position.Wehavenotconsultedwithanyoftheuniversitiesor

enquiredabouttheirsocialmediastrategies,levelsof

investmentorin-houseoragencyresources.Itisevidentfrom

thedatahoweverthatsuchdifferencesdefinitelyexist.Oneor

twouniversitiesarealreadyworld-classintermsofPRINT

performancebutmostfallwellbelowtheUS/UKaverage.

ThePRINTIndexscoresofthe25UKuniversitiesanalysed

broadlyfollowstheiroverallWorldUniversityRankingsscores

andthisunderlinesthecorrelationbetweenPRINTscores

generallyandeachuniversityssuccessinthisregard.Fewwillbe

surprisedtoseetheUniversityofOxfordleadingthetable,given

itslongheritageandinternationalstatus.Moreobviously

praiseworthyaretheUniversityofSheffield(2nd),Lancaster

University(4th)andtheUniversityofNottingham(6th),allof

whichareclearlyusingsocialmediainordertopunchwellabove

theirweight.Onlythetop7universitiesinourrankingperform

abovetheUKaveragePRINTIndexof72points.Onlytwo,

OxfordandSheffield,beattheUSaverageof127points.

Rank University PRINTIndex THERanking

1 UniversityofOxford 158 4

2 UniversityofSheffield 153 101

3 UniversityofCambridge 125 6

4 LancasterUniversity 98 131

5 UniversityCollegeLondon 94 17

6 UniversityofNott ingham 92 140

7 UniversityofEdinburgh 90 36

8 DurhamUniversity 71 83

9 Birkbeck,UoL 69 149

10 ImperialCollegeLondon 65 8

UniversityofEast Anglia 65 145

LondonSchoolofEconomics 65 47

13 UniversityofSouthampton 60 127

14 UniversityofYork 59 121

15 QueenMary,UoL 58 127

16 UniversityofManchester 57 48

17 KingsCollegeLondon 56 56

UniversityofGlasgow 56 102

UniversityofSussex 56 99

20 UniversityofBirmingham 48 148

21 UniversityofStAndrews 46 85

NewcastleUniversity 46 146

23 UniversityofBristol 37 66

24 UniversityofLeeds 33 133

25 RoyalHolloway,UoL 32 107


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Attributeperformance

ThechartsonthenextpagesranktheUKuniversitiesanalysed

basedontheirseparateattributescores,whichtogethermakeuptheoverallPRINTIndexscores.Theseattributesare

describedbelow.

Popularitymeasurestheextenttowhicheachbrandis

attractingattention(includessitetraffic,followers,references,

fans,viewsandengagementwiththebrand).

Receptivenessmeasurestheextenttowhicheachbrandisseen

tobelisteningtocommentsorconversations(includeslinking,

followingandreferencingbythebrand).

Interactionmeasurestheextenttowhicheachbrandis

interactingwithitscommunities(includessharing,activity,

responsesandengagementbythebrand).

Networkreachmeasurestheextenttowhicheachbrandis

buildingitssocialnetwork(includesactualandpotentialreach,

engagedaudiencesizeandnetworkpopularity).

Trustmeasurestheextenttowhicheachbrandistrustedby

thosewithinitsnetwork(includessitetrust,influence,authority,

positiveendorsementandratings).

Rank University Popularity

1 UniversityofCambridge 162




5 UniversityofEastAnglia 73


UniversityofStAndrews 72

8 UniversityofGlasgow 68

9 LondonSchoolofEconomics 63

UniversityofEdinburgh 63

11 NewcastleUniversity 62

ImperialCollegeLondon 62

13 KingsCollegeLondon 61

14 QueenMary,UoL 59


UniversityofYork 57


18 UniversityofSussex 53

UniversityofSouthampton 53

UniversityofBristol 53




24 Birkbeck,UoL 39

25 RoyalHolloway,UoL 36

Pop

ularity


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Rank University Receptiveness



3 Birkbeck,UoL 214








11 QueenMary,UoL 83





UniversityofManchester 71










Rank University Interaction









9 QueenMary,UoL 68




UniversityofStAndrews 61







20 Birkbeck,UoL 33


UniversityofBirmingham 31


RoyalHolloway,UoL 29

UniversityofBristol 29

Receptiveness

Inter

action


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Rank University Networkreach





UniversityCollegeLondon 52



8 UniversityofNott ingham 40














QueenMary,UoL 16


24 Birkbeck,UoL 8


Rank University Trust








8 King'sCollegeLondon 65

9 QueenMary,UoL 64


UniversityofYork 63


UniversityofBirmingham 62


UniversityofSussex 61






LancasterUniversity 52

22 Birkbeck,UoL 50



UniversityofLeeds 29

Network

reach

Trust


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Channelperformance

Itwouldbeunwisetocommenttoodirectlyonthechannel

performanceofindividualuniversities,giventhattheauthorshavenoknowledgeoftheirstrategiesorthededicated

resourcesdeployed.However,basedontherankingsthatfollow,

someobviousgeneraldifferencesemerge.

Asthemostmaturechannel,itisunsurprisingthatwebsite

performanceshowstheleastoverallvariation.Nevertheless,

thereisstillalongtailfromtheleaderstothelastandthebig

battalionsseemtowinout,asmightbeexpected.Equally,

Twitterseemsalsotobecomparativelywelladoptedandhere

thetraditionalleadersarenotsowellrepresented,withothers

takinghigherpositions.However,asisshownlaterinthe

correlationchart,Twittermaybetheleastvaluablechannelin

termsofrankingsuccess.Whilethereisapositivecorrelation,it

isnotsignificant.Bycontrast,theotherchannelsshowa

statisticallysignificantcorrelation.

ItisinFacebookandYouTubeperformancethatdistinct

strategiesareclearlyatwork.Someuniversitiesseemtohave

takenaconsciousdecisiontofocusharderthanothersonthese

channelsandthisisreflectedintheirrankingsonthese

attributes,whichfrequentlyshowlittlerelationtoscale.

Rank University Website
















UniversityofEdinburgh 75



NewcastleUniversity 66

20 QueenMary,UoL 65

21 Birkbeck,UoL 60





W

ebsite


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Rank University Twitter







7 QueenMary,UoL 92

UniversityofCambridge 92





13 Birkbeck,UoL 69













Rank University Facebook



3 Birkbeck,UoL 102










UniversityCollegeLondon 47







20 QueenMary,UoL 24






T

witter

Fac

ebook


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Rank University Networkreach











11 QueenMary,UoL 50


13 Birkbeck,UoL 43











RoyalHolloway,UoL 0

UniversityofLeeds 0

Yo

uTube


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Conclusion:coulddobetteriftried?

WhatareUSuniversitiesdoingright?

Itisbeyondthescopeofthisstatisticalstudytocomparethe

socialmediastrategiesofalltheUSandUKuniversitiestosee

whysomearedoingbetterthanothers.Indeed,itiswortha

studyinitsownrightandonethattheUKGovernmentorits

agenciesshouldconsidercommissioning.

Nevertheless,withafewhonourableexceptions,mostofthe

leadershipinsocialperformanceisintheUSandthishas

implicationsforreputationandrecruitment.Soitisperhaps

worthlookingatsomeanecdotalevidencetoseeifthereareany

usefulindicationsforwaysinwhichtheUKcoulddobetterif

tried.

IngeneralitseemsthatnotonlyhaveUSuniversitiesbeen

devotingmoretimeandeffort,overlonger,thanmostUK

institutions,theyhavealsocommittedmanagementsupportand

dedicatedresourcesacrossfacultiesanddepartments,notjusta

coupleofpeoplecentrally.RepresentativesofsomeoftheUS

universitiesanalysedalsotoldusthatthattheyfeelcomfortable

thattheirreportingstructuresareclear,withsingleorjoint

reportinglinestowellestablishedcommunicationsdepartments,

whichinturnarepartofestablishedmarketingfunctions.But

thereisnosenseofcomplacency.ThetopUSuniversitieswe

interviewedwerenotrestingontheirlaurelsbutinvesting

furtherinbettercontent,socialmediaspecialists,additional

listeningcapabilityandmeasurementsystems.Asone

commentatorputit:Weneedtoensurebettervaluenotjust

morevolume.

WhatcanUKuniversitiesdobetter?

Individualcircumstancescountforalotbutthesocialmedia

presenceofthehighestperforminguniversitiesinbothmarkets

sharedsomecommoncharacteristics.Thesemaypointtobest

practicefromwhichallcanlearn.

1.Getthebasicsright

Oneverysimplestepthateveryuniversitycantakerightnowis

toensurethatitsprimarysocialmediaaccountsareclearly

signpostedonthehomepageofitswebsite.ThenumberofUK

universitiesthathavenotdonesoisastounding.Thereislittle

pointinvestingtimeandenergyinasocialmediapresence

withouthelpingcustomersfindyou.


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2.Developaclearstrategy

ThehighperforminguniversitiesintheUKandUSthatwespoke

toallhadaformalsocialmediastrategywasinplace.Elementsincluded:

clearlydefinedobjectivesthatlinkedtouniversitysuccess; seniormanagementsupportandleadershipforallthe

universityssocialmediaefforts;

consistentapproachesacrossallschoolsanddepartments; centralguidanceandpoliciestoencourageandempower

disparateteams;

dedicatedsocialmediaresourcesbothcentrallyandinkeyindividualdepartments.

3.Choosetherightchannels

Asourresearchshows,socialmediasuccessisnotaboutusing

everychannel,butaboutusingtherightchannels(Harvard,for

example,didnotrecordthehighestTwitterorYouTubechannel

scores).UKuniversitiescanconsultandconducttheirown

audienceresearchinordertodeterminethebestsocialmedia

channelstoreachtherightaudiences,withtherightmessaging.

4.Focusontherightthings

Ourcorrelationanalysisdemonstratesthat,althoughcertain

kindsofactivitymayfeelright,theywontalwayscontributetowardsstrategicobjectivesordeliveranykindofcompetitive

advantage.UKuniversitiesoutperformedtheirUScounterparts

onourReceptivenessscalebutthisistheoneattributethat

showednocorrelationwithsuccessintherankings.

5.Benchmarkandmeasure

MeasurementisoneareathateventheleadingUSinstitutions

havenotgotrightbytheirownadmission.Weexpecttoseetheemphasisonmeaningfulsocialmediameasurement(i.e.not

fansandfollowers)increase,aseverymarketingactivitycomes

underscrutinyinordertobalancethebooks.Bybenchmarking

performanceonaregularbasis,UKuniversitiescanstayone

stepaheadofthegame.

NiallCookTonyBurgess-Webb


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Appendices

AppendixI:Abouttheauthors

AnthonyBurgess-Webb

Aco-founderofSociagility,Tonywas

previouslychiefmarketingofficerat

internationalcommunicationsconsultancy

Hill&Knowlton,overseeingitsformaland

informalwebpresenceandtheintroduction

ofinternalandexternalsocialmediapoliciesandpractices.Duringa25-yearcareerduringhealsofoundedthe

firmsEuropeantechnologypracticeandglobaldigitalpractice.

Heco-foundedbrandresearchfirmCommetricandequity

tradingcompanyCommEq.

Married,withonedaughter,heisalsoaprobonoadvisorto

Iwokrama,arainforestpreserveinGuyana.

NiallCook

Beforeco-foundingSociagility,Niallwas

worldwideheadofmarketingtechnologyat

Hill&Knowltonwherehepioneeredthe

firmsuseofsocialmediaincludingits

bloggingplatform,CollectiveConversation.

Duringa13-yearcareerattheconsultancy,healsoranthedigitalpractice.Beforethat,heheldpositionsat

Beenz,aninternetpaymentpioneer,AnswerthinkConsulting

Group,andglobalinvestmentbankUBS.Heistheauthorof

Enterprise2.0,oneofthefirstbookstoexploretheuseofsocial

mediainsidetheenterprise.

Married,withonedaughter,heisalsoatrusteeofEastAnglias

ChildrensHospices.


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AppendixII:ThePRINTmethodologyaKPIforsocial

mediaperformance

Seniorexecutivesandsocialmediastrategistsalikecanstruggletofindmeaningfulmetricstoassesstheimpactoftheirsocial

mediaactivities.PRINT,Sociagilitysmulti-channelsocialmedia

performancemeasurementsystem,offersasolution.

ThePRINTmethodologymeasuresfivekeyattributesofsocial

mediaperformance:Popularity,Receptiveness,Interaction,

NetworkreachandTrust.Eachismeasuredacrossmultiple

socialplatformsandchannels,includingTwitter,Facebookand

YouTube,usingrelevantmetricsforeach.Theresultprovides

directcompetitoranalysisanddeliversspecific,actionable

insightsintoareasforimprovement.

ThePRINTIndex

AttheheartofthesolutionisthePRINTIndexasingle

numberthatshowsoverallperformancecomparedtoadefined

setofcompetitorsorbrand,sectorandgeographical

benchmarks.ThiscanbeusedasaKeyPerformanceIndicatorby

seniorclientmanagementandsocialmediastrategistsandby

agencies.Ithasbeenproventocorrelatestronglywithbrand

valueandgrowthandthereforeprovidesaKPIforsocialmedia

performancethatcanbeusedtosetandtracktargets.PRINT

alsoanalysesthekeydriversofsocialmediaperformanceand

providesindicatorsforallfiveattributesandallchannelstohelp

informprioritiesforaction.

PRINTReports

PRINTreportscanbeone-offsnapshotsorcontinuoustracking

studies.Eachassessmentisbespokeandprovidescomparative

PRINTIndexscoresforaspecificsetofcompetitors.Aswellas

asummaryscorecard,detailedcomparativescoresandre-usable

graphicsareincludedforattributeandchannelcombinations.

Commentaryisgivenonhighandlowperformersbyattribute

andchannelandspecificrecommendationsareofferedfor

improvement.

Benefits

ThebenefitsofPRINTinclude:

morestronglycorrelatedwithbrandvalueandgrowththanotherinfluencemeasures;

moreperformance-focused,directlyhighlightingcompetitive(dis)advantagesagainstcustomer-defined

setofbenchmarkbrands;

morecomprehensivebecauseitmeasuresmultiplechannelssimultaneously;


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providesinsightswhicharespecificandactionable; moreflexibleprovidesaone-offbenchmarksnapshot

oratrackingmechanism;

moremeaningfulPRINTprovidesaframeworkforaction;

moreadaptabletosuitmorecomplexrequirements,PRINTcanbeadjustedtoreflectdifferentaudiencesand

organisations;

easiertointegrateintowidersocialmediamonitoring,analysisandplanning;

lowercostPRINTcombinestraditionalresearchmethodologywithproprietarysoftwareacrossmultiple

platforms.


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AppendixIII:AboutSociagility

Sociagilityisaconsultancyfocusedonimprovingorganizational

competitiveadvantagebyhelpingclientsbuildtheirownin-housesocialmediacapability.Itwasfoundedbytwoex-WPP

digitalandsocialconsultants,TonyBurgess-WebbandNiallCook.

Itworkswithbigbrands,smallbrands,non-profitsand

individualsandrecentclientsincludetheUniversityofReading,

GrouponandLegal&General.

Thefirmprovidessolutionsinthreeareas:

Consultancy

WeuseourDISC(Diagnosis->Integration->Strategy->Capabilities)

processtounderstandclientscommercial,marketingand

communicationsgoalsandchallenges,helpthemputsocialat

theheartoftheirbusinessoperations,defineobjectivesand

actionplans,alignacrossdepartmentsandchannels,andput

relevantmetricsinplace.

Benchmarking

Ouranalyticapproachcombinesatraditionalauditapproach

withourproprietaryPRINTmethodology,amulti-channel

measurementsystemthatcorrelatesdirectlywithbrandvalue

andprovidesaKPIformarketers.Itoffersbrandsand

organisationsinsightintothekeydriversoftheirandtheir

competitorssocialmediaperformanceandprovidesaseries

ofindicatorstohelpdetermineprioritiesforaction.

Talent

Ourspecialistrecruitmentdivision,SociagilityTalent,helpsour

clientscreatesustainablecapabilityforthefuturebybuildingin-

housesocialexpertise.Thisincludesdiscoveringinternaltalent,

secondingorrecruitingtherightpeoplewiththerequiredskills,

aswellasongoingtraining,mentoringandthetransferof

knowledgeandskills.

Tofindoutmore,pleasevisitwww.sociagility.com.

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